Master of Science in Business Administration

Updated A.Y. 2023-2024

ADVANCED MARKETING

Prof.ssa Simonetta Pattuglia

e-mail: pattuglia@economia.uniroma2.it

twittername: @SPattuglia

Office Hours: To be weekly checked with the Professor by email

T.A. Nicola Leone, Phd Student

e-mail: nicola.leone@uniroma2.it

COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS

The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.

The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation and to big data analysis and AI orientation; from brand management to new event management and experiential marketing and to new brand purposes; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing and customised relationship marketing and communication

New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things, Metaverse and new applications of IA platforms (to products, services, territory, time and entertainment) will be provided. New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.

New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.

The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama and particularly after the pandemic disruption. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to new consumers belonging to different generations: Alpha, Z, Millennials, Generation X, Baby Boomers.

The Course will focus with a special attention media and entertainment channels internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.

The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.

In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.

The Course will host some Managerial Lectures from various industrial sectors

CONTENT

February 20th - INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE. THE FOUR DIMENSIONS OF THE INNOVATIVE MARKETING: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING.

THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (First part)

February 21st – THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (Second part)

February 22^nd – THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (Third part)

February 27th - FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE OF APPLE MILLENNIALS, GENERATION X, BABY BOOMERS (First part)

February 28th PRESENTATION SIMKGT MARKETING AWARD 2022-2023 “COREVE CASE” Prof.ssa Pattuglia with Nicola Leone, Phd. Student, Dpt. Management and Law, University of Rome Tor Vergata (project work, part of the examination)

February 29^th - FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS (Second part)

March 5^nd – FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING  (First part) – BRIEF ASSIGNMENT “THE FYRE FESTIVAL” A NETFLIX MOVIE

March 6^th – Guest Lecture – Online Teams -  Global marketing between branding, Marketing and Communication. The case of Huawei – Marianna Cherubini, Global Marketing Manager at Huawei Fusion Solar, Madrid, Espana

March 7th – FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING (Second part)

March 12^th 13^th 14^th - no class

March 19^th – BRAND MANAGEMENT PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning . THE CASE OF FIAT 500. HOW TO REJOUVENATE E BRAND (First part)

March 20^th – Guest Lecture – Online Teams - The digital ecosystem and the e-commerce space – Tommaso Papi Marketing & eCommerce Director at P&G, Geneve, Switzerland 

March 21^th - BRAND MANAGEMENT PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning . THE CASE OF FIAT 500. HOW TO REJOUVENATE E BRAND (Second part)

March 26^th – Doing Marketing and Communication with AI - Chat GPT and other platforms – Dott.Nicola Leone – Phd Students Management – University of Rome Tor Vergata

March 27^th –  DISCUSSION ASSIGNMENT “THE FYRE FESTIVAL”

March 28^th - Guest Lecture – Online Teams - The brand management system between values and the new digital ecosystems. Some automotive cases – Paolo Gagliardo, CEO, Consultant 

April 2^nd  - Mapping the experience. Customer journey, touchpoints and satisfaction (First Part)

April 3^rd - Mapping the experience. Customer journey, touchpoints and satisfaction (Second Part)

April 4^th no class

April 9^th –  THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and the engagement - Designing and Managing Integrated Marketing Communications: the performance marketing. The Renault Wintercheck case (First part)

April 10^th - THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and the engagement - Designing and Managing Integrated Marketing Communications: the performance marketing. The Renault Wintercheck case (Second part)

April 11^th – DISCUSSION PROJECT WORKS – H.16pm

April 16^th - DISCUSSION PROJECT WORKS – H.16pm

April 17^th  - Pre-Exams – H.16-18pm

************ 

TEACHING METHODS

The class will be taught using a general session, combination of case studies, discussions and Guest Lectures. The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.

FINAL PROJECT WORK PRESENTATION Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project (THE COREVE CASE, SIMKT MARKETING AWARD) to be presented in class at the end of the Course.

REFERENCE TEXTBOOKS AND OTHER MATERIALS

The Course will be based on:

• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016

Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22

Integrated with the following:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS, O’Reilly,  2016

Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”

• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2020 Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”

SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.

ATTENDANCE

Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)

EXAM (pre-exam April 17th, only for people attending the Course), PROJECT WORK, ASSIGNMENTS AND GRADING

The exam (pw+we) is evaluated X out of 30 (25% project work, 75% oral exam). Single assignment on specific topics could provide +/- 1 point.

Project work: the 2023-2024 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on April 11^th and April 16^th.

Learning Objectives

Prerequisites

Program

Books

Bibliography

Teaching methods

Exam Rules

Updated A.Y. 2021-2022

ADVANCED MARKETING

Prof. Simonetta Pattuglia

e-mail: pattuglia@economia.uniroma2.it

twittername: @SPattuglia

Office Hours: To be weekly checked with the Professor by email

Other members contributing to the Course:

Sara Amoroso Phd -Teaching Assistant

e-mail: amoroso@Economia.uniroma2.it

Nicola Leone, Phd Student

e-mail: nicola.leone@uniroma2.it

COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS

The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.

The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation and to big data analysis; from brand management to new event management and experiential marketing and to new brand purposes; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing and customised relationship marketing and communication

New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things, Metaverse and new applications (to products, services, territory, time and entertainment) will be provided. New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.

New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.

The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama and particularly after the pandemic disruption. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to new consumers belonging to different generations: Alpha, Z, Millennials, Generation X, Baby Boomers.

The Course will focus with a special attention media and entertainment channels internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.

The Course intends also to evaluate the role of communication in the modern value creation

processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for

implementing effective communication initiatives on an economic as well as on a social level.

In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.

The Course will host some Managerial Lectures from digital companies Huawei and Talkwalker.

CONTENT

February 23rd - INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT

February 24th - PRESENTATION SIMKGT MARKETING AWARD 2021-2022 “FERRARELLE CASE” with Sara Amoroso Phd., Dpt. Management and Law, University of Rome Tor Vergata (project work, part of the examination)

March 1^st - THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING 1. FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS - THE CUSTOMER RELATIONSHIP MANAGEMENT

2. FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES –COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING

March 2nd - 3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING; 4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND

March 3rd – no class

March 8^th - PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – THE CASE OF BULGARI Creating brand equity (First Part)

March 9th - PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – Developing Pricing strategies and programs – THE CASE OF BULGARI Creating brand equity (Second Part)

March 10^th - DISTRIBUTION & COMMUNICATION – Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE (First part)

March 15^th – DISTRIBUTION & COMMUNICATION – Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE (Second part)

March 16^th   –  Guest Lecture – The trade marketing between Marketing and Communication. The case of Huawei – Marianna Cherubini, Head of Trade Marketing at Huawei Devices Espana

March 17th - COMMUNICATION AND MEDIA – THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE The digital influence and the engagement - Designing and Managing Integrated Marketing Communications.

March 22th - The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing (First part)

March 23^rd - Guest Lecture – Digital Trends 2022 – Stefano Russo, Head of Marketing at Talkwalker

March 24^th - The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing (Second part)

March 25^th - The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing (Third part)

March 29th The Customer experience First Part

March 3oth The Customer Experience Second Part

March 5th - DISCUSSION PROJECT WORKS

March 6th - DISCUSSION PROJECT WORKS

April 12th - PRE-EXAMS

TEACHING METHODS

The class will be taught using a general session, combination of case studies, discussions and Guest Lectures. The Course will include group works (max 3 participants each) anda public discussion at the end of the Course.

FINAL PROJECT WORK PRESENTATION Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course.

REFERENCE TEXTBOOKS AND OTHER MATERIALS

The Course will be based on:

• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016

Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22

Integrated with the following:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND

DIAGRAMS O’Reilly 2016

Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”

• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC

THINKING V Edition Kogan Page 2012 Chapter 8 “Launching the brand” and Chapter 9 “Growing the

brand”

SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.

ATTENDANCE

Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)

EXAM (pre exam April 12^th, only for people attending the Course), PROJECT WORK, ASSIGNMENTS AND GRADING

Project work & oral exam.

The exam (pw+we) is evaluated X out of 30 (25% project work, 75% WRITTEN AND PHYSICAL exam). Single assignment on specific topics could provide +/- 1 point.

Project work: the 2021-20212 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on March 29th – 30th

Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).

s (MSc students and Erasmus students).

Updated A.Y. 2020-2021

ADVANCED MARKETING

Prof. Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Office Hours: To be weekly checked with the Professor by email

Other members contributing to the Course:
Sara Amoroso Phd -Teaching Assistant
e-mail: amoroso@Economia.uniroma2.it

COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS

The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.

The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation; from brand management to new event management and experiential marketing; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing.

New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things and new applications (to products, services, territory, time and entertainment) will be provided.New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.

New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.

The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to a new consumer belonging to different generations: Z, Millennials, Generation X, Baby Boomers.

The Course will focus with a special attention media and entertainment channels as internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.

The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.

The Course will host some Managerial Lectures.

CONTENT

February 23rd -  INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT

February 24th -  THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING
- FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS  - THE CUSTOMER RELATIONSHIP MANAGEMENT
- FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES -COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING

March 2^nd   - 

March 3^rd -   PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning

March 9^th -   PRESENTATION SIMKGT MARKETING AWARD 2020-2021 “Sustainability” with Sara Amoroso Phd., Dpt. Management and Law, University of Rome Tor Vergata (project work, part of the examination)

March 10th – h. 16-18.30 Guest Lecture – The trade marketing between Marketing and Communication. The case of Huawei – Mrs. Marianna Cherubini Head of Trade Marketing at Huawei Devices Espana

March 16^th -  BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND; FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE - THE CUSTOMER JOURNEY - EVENT MANAGEMENT AND EVENT BUDGETING (first part)

March 23^th - FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING; DISTRIBUTION & COMMUNICATION (second part) 

- Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE COMMUNICATION AND MEDIA (first part)

March 24th -  Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE COMMUNICATION AND MEDIA (second part)

March 30^th -  The communication plan and the web marketing plan - Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing

March 31st -   THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE The digital influence and the engagement - Designing and Managing Integrated Marketing Communications (first part)

April 9th h.4pm-7pm- THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE The digital influence and the engagement - Designing and Managing Integrated Marketing Communications (second part)

April 14th -  h. 4pm PRE-EXAMS

April 16th - Doodle since10am: Discussion PW "Plastic case"

TEACHING METHODS The class will be taught using a general session, combination of case studies, discussions and Guest Lectures, The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.

FINAL PROJECT WORK PRESENTATION Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course.

REFERENCE TEXTBOOKS AND OTHER MATERIALS

The Course will be based on:
• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016
Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22
Integrated with the following:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS O’Reilly 2016
  Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”
• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2012 Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”

SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.

ATTENDANCE
Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)
EXAM (pre exam April 14th ), PROJECT WORK, ASSIGNMENTS AND GRADING
Project work & oral exam. The exam (pw+we) is evaluated X out of 30 (25% project work, 75% oral exam).
Single assignment on specific topics could provide +/- 0.5 points.

Project work: the 2020-2021 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on March 9^th

Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).

Updated A.Y. 2019-2020

ADVANCED MARKETING

Prof. Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Office Hours: Wednesday – 5-7 pm.to be weekly checked with the Professor
Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
 

Other members contributing to the Course:
Sara Amoroso
Teaching Assistant
Phd Management
e-mail: amoroso@Economia.uniroma2.it
 

Prof. Martin Wetsels
Visiting Professor
Seminar Sept. 23rd-27th

COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS
The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.
The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation; from brand management to new event management and experiential marketing; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing.
New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things and new applications (to products, services, territory, time and entertainment ) will be provided.
New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.
New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.
The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to a new consumer belonging to different generations: Millennials as Generation X or Baby Boomers.
The Course will focus with a special attention media and entertainment channels as internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.
The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.

The Course will host a Seminar on Digital Marketing held by Prof.Martin Wetsels (see below)

CONTENT

SEPT. 16TH INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT

SEPT. 17TH THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING
1. FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS  - THE CUSTOMER RELATIONSHIP MANAGEMENT
2. FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES -COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING
SEPT 18TH  3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING

SEPT. 23TH – 27TH SEMINAR DIGITAL MARKETING by Prof. Martin Wetsels, Maastricht University (Lectures & Tutorial Sessions – See below )

SEPT. 30TH  4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND

OCT. 1ST  4. FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING –  THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND (SECOND PART)

OCT. 2ND PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – THE CASE OF BULGARI Creating brand equity (First Part)

OCT. 7TH PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – Developing Pricing strategies and programs – THE CASE OF BULGARI Creating brand equity  (Second Part)

OCT. 8TH DISTRIBUTION & COMMUNICATION –(First part)  Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE

OCT.9TH PRESENTATION SIMKGT MARKETING AWARD 2019-2020 with Prof.Pattuglia and Nicola Leone, Dpt. Management and Law, University of Rome Tor Vergata

OCT.14TH DISTRIBUTION & COMMUNICATION –(First part)
OCT.15TH COMMUNICATION AND MEDIA – THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE The digital influence and the engagement - Designing and Managing Integrated Marketing Communications.
OCT.16TH The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing
OCT.21TH DISCUSSION PROJECT WORKS
OCT.22TH DISCUSSION PROJECT WORKS
DEC.23TH PRE-EXAM

TEACHING METHODS
The class will be taught using a general session, combination of case studies, discussions and a Visiting Professor’s Seminar on Digital Marketing (lectures, assignments and case studies team presentations Sept.27th). The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.

FINAL PROJECT WORK PRESENTATION (OCT.21TH – OCT.22TH)
Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course. The Presentation of the project work will be held on Oct.21th and 22th).

REFERENCE TEXTBOOKS AND OTHER MATERIALS

The Course will be based on:
• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016
Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22
Integrated with the following:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS O’Reilly 2016
Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”

• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2012 Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”

SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.

ATTENDANCE
Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)
EXAM (Oct.23th), PROJECT WORK, ASSIGNMENTS AND GRADING
Project work & written exam (5 open ended questions, 1 question per module). The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam).
Single assignment on specific topics could provide +/- 0.5 points.
No oral exam is scheduled.
Project work: the 2019-2020 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on Oct.21th 22th
Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).

Seminar Outline: Digital Marketing
Visiting Professor Prof. Dr. Martin Wetzels
School of Business and Economics, Maastricht University

Introduction
Over the last decades political, social, and technological developments have changed the strategic business landscape in almost every country around the globe. The advances in business have continuously opened new possibilities to satisfy customer demands, and many of the innovations have been successfully introduced and became widely accepted. Especially, in the area of information and communication technology (ICT) developments have been mind-boggling. In 1995 less than 1% of the world population had an Internet connection, while in March 2019 the Internet had more than 4 billion users, surpassing 50% of the world population
(https://www.internetworldstats.com/stats.htm), of which more than 50% are from Asia. This was the result of a phenomenal growth rate, as the number of Internet users has increased by a factor 10 from 1999 to 2013 (http://www.internetlivestats.com/internet-users/#trend).
However, not only the number of Internet users has increased, but also online activities have taken off at a tremendous pace. The website www.internetlivestats.com/one-second provides interesting insights in the proliferation of online activities, as it shows that every second (obtained June 14th, 2019) 73,980 GB of Internet traffic is taking place, 2,807,895 emails are being sent, 75,120 Google searches are being conducted, 79,181 Youtube videos are being viewed, 3,880 Skype calls are being placed, 8,530 tweets are being sent, and 921 Instagram pictures are being uploaded. Moreover, most of this data is generated by the users themselves and is generally referred to as User-Generated Content (UGC).
The current digital disruption is being driven by five forces (Scoble & Israel, 2014): (1) mobile technology, (2) social media, (3) big data, (4) sensors and (5) location-based technology, leading them to label the upcoming age as the “Age of Context.” Combining mobile technology, sensors and location-based technologies connecting devices has led to the emergence of the “Internet of Things” and the related concept of Industry 4.0 (Geissbauer et al., 2016). In order to realize the potential of Industry 4.0 it will be essential to develop new approaches for data analytics given the nature and amount of data being generated in the digital processes encompassing Industry 4.0. Marketing is undergoing a paradigm shift as digital technology transforms the nature of Marketing (Chaffey and Ellis-Chadwick, 2019).

The current digital disruption is being driven by five forces (Scoble & Israel, 2014): (1) mobile technology, (2) social media, (3) big data, (4) sensors and (5) location-based technology, leading them to label the upcoming age as the “Age of Context.” Combining mobile technology, sensors and location-based technologies connecting devices has led to the emergence of the “Internet of Things” and the related concept of Industry 4.0. In order to realize the potential of Industry 4.0 it will be essential to develop new approaches for data analytics given the nature and amount of data being generated in the digital processes encompassing Industry 4.0. Moreover, the amount of UGC on social media will also produce a vast amount of data, more commonly referred to as BIG data. Big data is generally characterized by four properties: (1) volume, (2) velocity, (3) variety and (4) veracity. In other words, large amounts of data are being generated at a high frequency in both structured and unstructured (text, pictures, audio, video, etc.) formats without being able always to assess the quality of the data (See Figure 1). The ever-increasing importance of data analytics in digital business has prompted Davenport and Patil (2012) to exclaim that the data scientist might well evolve into “…the sexiest job of the 21st century.” Finally, as can be observed from Figure 2 the potential impact of data and analytics is strongest for marketing and sales as business function. However, it should be noted that the full potential of digital marketing can only be realized of data silos are broken down and all business function in a firm work toward an integral analytical platform (Wilder-James, 2016).

Seminar Objectives
The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data, sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and practice. The changing strategic context will fundamentally transform marketing as we know it and consequently new paradigms will have to be developed to take account of marketing activities in the upcoming electronic age. This course will focus on providing an in-depth understanding of the development and planning of effective digital marketing strategies, their implementation and evaluation.

Seminar Structure
The course uses a mixed format based on two lectures and a tutorial session. The lectures will address the changing environment and its impact on digital marketing. The concepts covered in the lectures will be applied to a case study in the tutorial session. In the tutorial session teams of students will presenting their insights with respect to the case study. The course structure is summarized in Table 1 below

Session  / Topic /  Materials
Session 1
23 September 2019  Lecture Introducing Digital Disruption  Available Online
Session 2
24 September 2019  Lecture Digital Marketing Strategy  Available Online
Session 3
25 September 2019  Preparatory Session Case Study Apple Music  Apple Music
Session 4
26 September 2019  Lecture Fundamentals of Digital Marketing  Available Online
Session 5
27 September 2019  Case Study Team Presentations  Apple Music

Prof. Dr. Martin Wetzels is Full Professor in Marketing and Supply Chain Research at the School of Business and Economics, Maastricht University, the Netherlands. His main research interests are services marketing, marketing research, B2B marketing, marketing channels and digital marketing. His work has resulted in more than 90 articles in international journals, such as, MIS Quarterly, Journal of Marketing, Management Science, Journal of Operations Management, Journal of Consumer Research, Accounting, Organizations and Society, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Product Innovation Management, Journal of Consumer Psychology, Journal of Management Studies, Long Range Planning, Journal of Business Research, Journal of Service Management, Industrial Marketing Management, Psychology and Marketing, Marketing Letters, European Journal of Marketing and the International Journal of Research in Marketing. He has contributed more than 130 papers to conference proceedings and presentations. His work has received more than 18,500 citations on Google Scholar resulting in an h-index of 52 and a g-index of 136, putting him in the top tier of marketing academics worldwide. He actively serves as a reviewer for numerous leading international journals and he chaired a number of international conferences, such as IPSERA and SERVSIG.
The Department of Marketing and Supply Chain Management at the School of Business and Economics, Maastricht University covers a broad portfolio of research themes ranging from services marketing, digital marketing, E-Business, innovation, retailing, marketing channels, supply chain management, purchasing management, marketing-finance, branding, relationship management, consumer behavior and marketing analytics and modeling. The Department of Marketing and Supply Chain Management, School of Business and Economics is ranked 26th worldwide in terms of University Research Productivity in the Premier American Marketing Association (AMA) Journals (2011-2015) based on the UTD Top 100 Business School Research RankingsTM.

References

Chaffey, D. and Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson Higher Education (Website: https://www.smartinsights.com/book-support/).
Davenport, T.H. and Patil, D.J. (2012). Data Scientist: The Sexiest Job of the 21st Century. Harvard Business Review, 90(10), 70-76.
[Hyperlink: https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century]
Geissbauer, R., Vedso, J. & Schrauf, S. (2016). Industry 4.0: Building the Digital Enterprise. PWC.
[Hyperlink: http://www.pwc.com/gx/en/industries/industries-4.0/landing-page/industry-4.0-building-your-digital-enterprise-april-2016.pdf]
Scoble, R. and Israel, S. (2014). Age of Context: Mobile, Sensors, Data and the Future of Privacy. Patrick Brewster Press.
Wilder-James, E. (2016). Breaking Down Data Silos. Harvard Business Review (digital article).
[Hyperlink: https://hbr.org/2016/12/breaking-down-data-silos]

See Prof.Wetzels' Materials on Prof.Pattuglia’s Course Materials page.
 

Updated A.Y. 2018-2019

ADVANCED MARKETING
Prof. Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Office Hours: Wednesday – 5:00-6:00 pm.to be weekly checked on the Faculty’s website
Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
Other members contributing to the Course:
Sara Amoroso
Teaching Assistant
Phd Management
e-mail: amorosoconomia.uniroma2.it

Prof. Martin Wetsels
Visiting Professor
Seminar Nov.26th-30th

COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS
The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.

The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation; from brand management to new event management and experiential marketing; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing.

New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things and new applications (to products, services, territory, time and entertainment ) will be provided.

New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.

New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.

The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to a new consumer belonging to different generations: Millennials as Generation X or Baby Boomers.

The Course will focus with a special attention media and entertainment channels as internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.

The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.
 

The Course will host a Seminar on Digital Marketing held by Prof.Martin Wetsels (see below)

CONTENT
 

NOV 6TH INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT
 

NOV. 7TH THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING
1. FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS  - THE CUSTOMER RELATIONSHIP MANAGEMENT
2. FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES -COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING

NOV. 12th  PRESENTATION SIMKGT MARKETING AWARD 2018-2019 with Sara Amoroso, Phd. Student, Dpt. Management and Law, University of Rome Tor Vergata
 

NOV. 13th  3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING
 

NOV. 14th  4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND
 

NOV. 19th  4. FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING –  THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND (SECOND PART)
 

NOV. 20th PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – THE CASE OF BULGARI Creating brand equity (First Part)
 

NOV. 26th-30th  SEMINAR DIGITAL MARKETING by Prof. Martin Wetsels, Maastricht University (26th, 27th, 28th Lectures, 30th Tutorial Session – See below )
 

DEC. 3rd PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – Developing Pricing strategies and programs – THE CASE OF BULGARI Creating brand equity  (Second Part)
 

DEC. 4th DISTRIBUTION & COMMUNICATION –(First part)  Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE
 

DEC. 5th DISTRIBUTION & COMMUNICATION (Second part)
 

DEC. 10th COMMUNICATION AND MEDIA – THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE
The digital influence and the engagement - Designing and Managing Integrated Marketing Communications.

DEC. 11th The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications:  Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing

DEC. 12th DISCUSSION PROJECT WORKS

DEC. 20th PRE-EXAM

TEACHING METHODS
The class will be taught using a general session, combination of case studies, discussions and a Visiting Professor’s Seminar on Digital Marketing. The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.

FINAL PROJECT WORK (Dec. 11th and 12th)

Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course. The Presentation of the project work will be held on Dec. 11th and 12th.

REFERENCE TEXTBOOKS AND OTHER MATERIALS
The Course will be based on:

• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016
Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22

Integrated with the following:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS O’Reilly 2016
Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”

• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2012 Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”

SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.

ATTENDANCE

Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)

EXAM (Dec. 13th), PROJECT WORK, ASSIGNMENTS AND GRADING

Project work & written exam (5 open ended questions, 1 question per module). The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam).

Single assignment on specific topics could provide +/- 0.5 points.

No oral exam is scheduled.

Project work: the 2018-2019 project work will be based on the Società Italiana Marketing Award on FRECCIAROSSA TRAIN CASE  www.premiomarketing.com and will be discussed on Dec. 11th and 12th

Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).

Seminar Outline: Digital Marketing
Visiting Professor Prof. Dr. Martin Wetzels
School of Business and Economics, Maastricht University

1. IntroductionOver the last decades political, social, and technological developments have changed the strategic business landscape in almost every country around the globe. The advances in business have continuously opened new possibilities to satisfy customer demands, and many of the innovations have been successfully introduced and became widely accepted. Especially, in the area of information and communication technology (ICT) developments have been mind-boggling. In 1995 less than 1% of the world population had an Internet connection, while in 2018 the Internet had more than 4 billion users, surpassing 50% of the world population (https://www.internetworldstats.com/stats.htm). This was the result of a phenomenal growth rate, as the number of Internet users has increased by a factor 10 from 1999 to 2013 (http://www.internetlivestats.com/internet-users/#trend).
However, not only the number of Internet users has increased, but also online activities have taken off at a tremendous pace. The website www.internetlivestats.com/one-second provides interesting insights in the proliferation of online activities, as it shows that every second (obtained June 3rd, 2018) 57,620 GB of Internet traffic is taking place, 2,697,571 emails are being sent, 67,392 Google searches are being conducted, 74,102 Youtube videos are being viewed, 3,174 Skype calls are being placed, 8,063 tweets are being sent, and 849 Instagram pictures are being uploaded. Moreover, most of this data is generated by the users themselves and is generally referred to as User-Generated Content (UGC).
The current digital disruption is being driven by five forces (Scoble & Israel, 2014): (1) mobile technology, (2) social media, (3) big data, (4) sensors and (5) location-based technology, leading them to label the upcoming age as the “Age of Context.” Combining mobile technology, sensors and location-based technologies connecting devices has led to the emergence of the “Internet of Things” and the related concept of Industry 4.0 (Geissbauer et al., 2016). In order to realize the potential of Industry 4.0 it will be essential to develop new approaches for data analytics given the nature and amount of data being generated in the digital processes encompassing Industry 4.0.
Moreover, the amount of UGC on social media will also produce a vast amount of data, more commonly referred to as BIG data. Big data is generally characterized by four properties: (1) volume, (2) velocity, (3) variety and (4) veracity. In other words, large amounts of data are being generated at a high frequency in both structured and unstructured (text, pictures, audio, video, etc.) formats without being able always to assess the quality of the data. The ever-increasing importance of data analytics in digital business has prompted Davenport and Patil (2012) to exclaim that the data scientist might well evolve into “…the sexiest job of the 21st century.” Finally, the potential impact of data and analytics is strongest for marketing and sales as business function. However, it should be noted that the full potential of digital marketing can only be realized of data silos are broken down and all business function in a firm work toward an integral analytical platform (Wilder-James, 2016).

2. Seminar Objectives
The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data, sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and practice. The changing strategic context will fundamentally transform marketing as we know it and consequently new paradigms will have to be developed to take account of marketing activities in the upcoming electronic age. This Seminar will focus on providing an in-depth understanding of the development and planning of effective digital marketing strategies, their implementation and evaluation.

3. Seminar Structure
The Seminar uses a mixed format based on three lectures and a tutorial session. The lectures will address the changing environment and its impact on digital marketing. The concepts covered in the lectures will be applied to a case study in the tutorial session. In the tutorial session teams of students will presenting their insights with respect to the case study. The Seminar structure is summarized in Table 1 below.

Seminar Structure
Session Topic Materials
Lecture 1 November 26th, 2018 The Changing Environment  Materials available online
Lecture 2 November 27th, 2018 Digital Marketing Materials Available online
Lecture 3 November 28th, 2018 Digital Marketing Materials Available online
Tutorial Session November 30th, 2018 Case Study Team Presentations Accorhotels

 
4. Faculty   Prof. Dr. Martin Wetzels Department of Marketing and Supply Chain Management, E: m.wetzels@maastrichtuniversity.nl

Prof. Dr. Martin Wetzels is Full Professor in Marketing and Supply Chain Research at the School of Business and Economics, Maastricht University, the Netherlands. His main research interests are services marketing, marketing research, B2B marketing, marketing channels and digital marketing. His work has resulted in more than 90 articles in international journals, such as, MIS Quarterly, Journal of Marketing, Management Science, Journal of Operations Management, Journal of Consumer Research, Accounting, Organizations and Society, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Product Innovation Management, Journal of Consumer Psychology, Journal of Management Studies, Long Range Planning, Journal of Business Research, Journal of Service Management, Industrial Marketing Management, Psychology and Marketing, Marketing Letters, European Journal of Marketing and the International Journal of Research in Marketing. He has contributed more than 130 papers to conference proceedings and presentations. His work has received more than 16,000 citations on Google Scholar resulting in an h-index of 51 and a g-index of 126, putting him in the top tier of marketing academics worldwide. He actively serves as a reviewer for numerous leading international journals and he chaired a number of international conferences, such as IPSERA and SERVSIG.

The Department of Marketing and Supply Chain Management at the School of Business and Economics, Maastricht University covers a broad portfolio of research themes ranging from services marketing, digital marketing, E-Business, innovation, retailing, marketing channels, supply chain management, purchasing management, marketing-finance, branding, relationship management, consumer behavior and marketing analytics and modeling. The Department of Marketing and Supply Chain Management, School of Business and Economics is ranked 26th worldwide in terms of University Research Productivity in the Premier American Marketing Association (AMA) Journals (2011-2015) based on the UTD Top 100 Business School Research RankingsTM.

5. References
Davenport, T.H. and Patil, D.J. (2012). Data Scientist: The Sexiest Job of the 21st Century. Harvard Business Review, 90(10), 70-76.
Geissbauer, R., Vedso, J. & Schrauf, S. (2016). Industry 4.0: Building the Digital Enterprise. PWC. [Hyperlink: http://www.pwc.com/gx/en/industries/industries-4.0/landing-page/industry-4.0-building-your-digital-enterprise-april-2016.pdf]
Scoble, R. and Israel, S. (2014). Age of Context: Mobile, Sensors, Data and the Future of Privacy. Patrick Brewster Press.
Wilder-James, E. (2016). Breaking Down Data Silos. Harvard Business Review (digital article; https://hbr.org/2016/12/breaking-down-data-silos).

Updated A.Y. 2017-2018

ADVANCED MARKETING
Prof. Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Office Hours: Wednesday – 5:00-6:00 pm.to be weekly checked on the Faculty’s website
Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
Other members contributing to the Course:
Michela Mingione
Phd. Management
e-mail: mingione@economia.uniroma2.it
Sara Amoroso
Teaching Assistant
Phd. Management
e-mail: amoroso@Economia.uniroma2.it

The Course will host Managers’ Lectures by:
MASTERCARD
ZALANDO
RENAULT
FERRAGAMO

COURSE DESCRIPTION

The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.
The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation; from brand management to new event management and experiential marketing; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing.
New paradigms, platforms and instruments such as social media marketing, mobile marketing, geomarketing, unconventional marketing, IoT-Internet of Things and new Applications (to products, services, territory, time and entertainment ) will be provided.
New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.
New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.
The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to a new consumer belonging to different generations: Millennials as Generation X or Baby Boomers.
The Course will focus with a special attention media and entertainment channels as internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation in companies of all sectors.
The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.

CONTENT

NOV 13TH INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT

NOV. 14TH NEW EDITION - PRESENTATION SIMKGT MARKETING AWARD 2017-2018 with Michela Mingione e Sara Amoroso, Dpt. Management and Law, University of Rome Tor Vergata

NOV. 15TH  THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING
1. FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS  - THE CUSTOMER RELATIONSHIP MANAGEMENT
2. FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES -COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING

NOV. 2OTH  3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING – THE CASES OF THE OLYMPIC GAMES AND THE MTV AWARD CASE (ASSIGNMENT)

NOV. 21ST  4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND

NOV. 22ND  FROM SELLING TO EVENT MANAGEMENT. BRANDING AND EVENT MANAGEMENT. THE CASE OF FERRAGAMO with Laura Buonocore, Corporate Events Manager, Ferragamo Spa

NOV. 27TH 4. FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING –  THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND (SECOND PART)

NOV. 28TH PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – THE CASE OF BULGARI Creating brand equity (First Part)

NOV. 29TH 4 hrs 
9-11 am PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – Developing Pricing strategies and programs – THE CASE OF BULGARI Creating brand equity  (Second Part)

11-13 a.m MARKETING 4.0 FROM STORYTELLING TO STORY MAKING. THE CASE OF MASTERCARD with Luca Fiumarella, Head of Marketing and Communication Mastercard Key topics: The evolution in Marketing – The digital tsunami – Marketing 4.0: elements for an effective communication. From storytelling to storymaking. Best practice Mastercard. Lecture + videos

DEC. 4TH 4 hrs
9-11 DISTRIBUTION - Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE (First part)
11-13 a.m
THE EXCELLENCE IN E-COMMERCE. THE CASE OF ZALANDO and THE DIGITAL MARKETING IN RENAULT with Marco Larocca Conoscente, Digital Marketer, former ZALANDO, now Renault

DEC. 5TH DISTRIBUTION (Second part)

DEC. 6TH COMMUNICATION AND MEDIA (First Part) – THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE
The digital influence and the engagement - Designing and Managing Integrated Marketing Communications.
The communication plan and the web marketing plan - Managing Mass Communications -  Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications:  Online, Social Media, and Mobile – Content marketing and storytelling
The Influencer marketing

DEC. 11TH
COMMUNICATION AND MEDIA Second Part

DEC. 12TH h. 11-13am DISCUSSION PROJECT WORKS
DEC. 13TH h. 11-13 am DISCUSSION PROJECT WORKS
DEC. 19TH H.10 PRE-EXAM

TEACHING METHODS

The class will be taught using a general session, combination of case studies, discussions and guest speakers’ lectures. The Course will include group works (max 3 participants each).

FINAL PROJECT WORK (Dec. 12th and 13th)

Groups of attending students (3 participants) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course.
The Presentation of the project work will be held on Dec. 12th and 13th.

REFERENCE TEXTBOOKS AND OTHER MATERIALS

The Course will be based on:

• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016
Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22

Integrated with:

• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS O’Reilly 2016
Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”

• Best R.J. MARKET-BASED MANAGEMENT. STRATEGIES FOR GROWING CUSTOMER VALUE AND PROFITABILITY Pearson 2012
Chapter 1 “Customer focus, customer performance, and profit impact”

• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2012
Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”

• Rose, Hair, Clark, ONLINE CUSTOMER EXPERIENCE AND THE PURCHASE CONTEXT, International Journal of Management Review,  Vol 13/2011

• SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded (teacher’s website) during the Course.

ATTENDANCE

Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)

EXAM (Dec. 19th 10am), PROJECT WORK, ASSIGNMENTS AND GRADING

Project work & written exam (5 open ended questions, 1 question per module). The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam).

Single assignment on specific topics could provide +/- 0.5 points.

No oral exam is scheduled.

Project work: the 2017-2018 project work will be based on the Società Italiana Marketing Award  " NATIONAL GEOGRAPHIC CASE "  www.premiomarketing.com and will be discussed on Dec. 12th and 13th

Attention! It is mandatory to reGister the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).